Guest posting has numerous benefits, from authority building to actual lead generation. Going after one (more tangible) of the goals diminishes the value of guest blogging: You just cannot underestimate the power of a well-established brand!

But how do you measure the success of each individual guest post as well as guest posting campaign as a whole? How do you define and measure things like authority and brand building? How do you estimate whether your guest post actually went well to learn from the experience moving forward?

There's no way you can measure success of a guest post based on one isolated metric. It all comes down to the combination of metrics and tools:

I personally major how much relevant traffic that we received from the guest posting and obviously conversion are part of that. There are other matrices that have mentioned in this post but that will help to increase the same result as I have stated first.

Let's step back & think about who usually makes guest posts. Bloggers & people who sell digital goods (social media management suites - hubspot for example) do in most cases. In some instances, people who sell stuff online may do it as well (e.g. someone selling mobile phones on Amazon). For these set of people, all the three metrics are critical & they can't leave out measuring one or the other. Engagement & brand mentions are critical as they have a direct impact on the credibility of the marketer & traffic of course brings in the conversions. As against this, if it were someone like a Coca Cola, they would probably only be interested in brand mentions as they're not going to make a lot of online sale of their product anyway.